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MCOM4040 Marketing And Communications

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Questions:

As a newly appointed marketing assistant of the Addison Lee marketing team, you have been asked to write a report addressing the following task areas:

Task 1: Evolution of marketing

  1. Describe the Production, Product, Selling, and Marketing orientations
  2. Identify and explain the orientation adopted by Addison Lee, and provide two (2) examples that demonstrate Addison Lee’s use of the approach

Task 2: Marketing environments

  1. Describe marketing environment analysis and discuss why it is important for Addison Lee, prior to setting a marketing strategy
  2. Considering the macro environment of Addison Lee, identify and discuss one (1) Economic factor and one (1) sociocultural factor that impact Addison Lee’s marketing decisions. Explain whether the factors create marketing opportunities or threats for Addison Lee
  3. Considering the micro environment of Addison Lee, identify two key competitors and discuss their potential threat to the business
  4. Identify and explain two (2) internal environmental factors that could be considered as strengths or weaknesses of Addison Lee’s business operation

Task 3: Marketing strategies

The Marketing Director has announced a new objective for the company: To grow the Addison Lee car service business by 3% by targeting a younger demographic of 16 – 25-year olds by June 2018.

  1. Explain the concept of market segmentation and its importance in planning a marketing strategy for Addison Lee
  2. Discuss two (2) segmentation approaches that Addison Lee could adopt when segmenting the market for 16 – 25-year olds

Task 4: Marketing mix

  1. Using the 7ps, Identify and describe Addison Lee’s current marketing mix using appropriate examples for each of the 7P’s
  2. Recommend changes to the Product, Price and Promotion element of Addison Lee’s marketing mix (7ps) which will enable the business to achieve its desired objective, of 3% growth in their car service business by targeting 16-25-year olds
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